“In God we trust, all others bring data.”–W Edwards Deming
An inappropriate combination of metrics can be a reason for low productivity in your call center. As a call center manager, achieving goals for business, it is essential to clearly understand the call center metrics that are to be measured.
Let’s try to simplify the process of measuring cloud call center metrics with these easy to track metrics:
First Call Resolution (FCR)
Managers often evaluate their agents on metrics like average handling time. While AHT is a critical metric to track, it may give a false impression of the customer satisfaction rate. A call can be short, but the same customer can call back again within a few hours or minutes with the related problem.
If the customers are logging repeated queries, it reflects poorly on the customer experience. AHT does not necessarily explain the query resolution; therefore, a smarter option is to monitor first call resolution to evaluate each call’s success.
Service Level Agreement (SLA)
The number of calls handled within a specified time helps the manager track if the customers are responded to any escalation. This is not limited to the SLA management but also allows the managers to define the number of agents required to handle calls in a particular queue or campaign.
For instance, if the call flow in Q1 is higher than Q2, the manager can monitor that in real-time and shift the agents from Q2 to Q1 to handle the call surge and meet the SLAs without delay.
Customer Churn Rate
While managers are focused on tracking the agents’ performance, calculating the churn rate monthly, quarterly, or annually gives insights into the product performance. Along with product performance, it can be an indicator of the call center performance as customer service is a key factor in client retention.
For an e-commerce company, for instance, most customers are churned because of the poor after-sales service. By looking at the Customer Churn Rate, the manager can analyze the reason behind this while keeping the business standards in check and modifying their customer service strategy accordingly.
Customer Satisfaction Score (CSAT)
There’s no denial of the fact that customer experience is directly related to customer satisfaction. For any organization, measuring the success of its brand comes from a higher customer satisfaction score. So, how do brands measure customer satisfaction?
It’s very simple. Simply monitor the Customer Satisfaction Score (CSAT) by collecting their feedback. In this virtual reality, an effective IVR system allows the customer to punch in their feedback, which can then be analyzed by the managers.
Conversion Rate through Self Service Channels
Brands have started to realize the importance of self-service channels like IVR, but it’s essential to measure their effectiveness. The managers can analyze the number of customers who have found the answers to their queries and happily ended their journey with self-service IVR. If many customers are deflecting to calling customer service agents after tiring themselves with the IVR, it can indicate unresolved grievances, thus leading to low customer satisfaction. If this pattern is observed, it’s important to revise the IVR menu and identify why customers are still seeking human intervention.
The channel is only useful if the call volume for routine queries can be transferred to IVR while agents are busy resolving critical issues.
Measuring these metrics can be helpful to identify the reasons for low productivity. While these metrics provide a high level of insights into the cloud call center’s effectiveness, it is also recommended to deploy a cloud call center solution with other capabilities like live monitoring, extensive reporting, and dashboards. This will allow the contact center manager to keep track of SLA breaches, customer satisfaction rate, and agent productivity.